Creative Brief
Magi Planet was founded in 2010 with the hope that every bite would bring consumers an unprecedented sense of happiness. At the time, popcorn brands were just beginning to emerge in the Asian market. Magi Planet quickly gained recognition through its diverse flavors, premium ingredients, and meticulous production process. However, five years later, as more domestic and international brands entered the market, consumer choices expanded—and Magi Planet gradually lost its original advantage in price, quality, and product uniqueness. Therefore, Magi Planet seek for brand positioning, naming, including packaging design, visual identity development and website design.
Task
Wonderworks conducted in-depth interviews with management, on-site investigations, and thorough analyses of target audiences and competitors to help Magi Planet redefine its brand positioning and rename both its Chinese and English identities. The core brand spirit, “Everything is POPssible,” was established to guide the development of its brand values.
By building on a clear positioning, distinctive visual identity, and consistent brand experience, we created a three-step strategy to reestablish Magi Planet as a market leader.
The new brand identity system significantly enhanced Magi Planet’s overall style and character. It also elevated the quality of packaging, in-store displays, and website design—allowing consumers to immediately feel the joy and energy of a vibrant planet where anything is possible and every flavor knows no limits.
